Chapter 16 Flashcards
(13 cards)
Define advertisement
Any paid form of non-personal presentation and promotion of a product by an identified sponsor
When developing an advertisement, marketing manager take five major decisions (5 M’s)
- Mission (what is the objective)
- Money (how much can we spend)
- Message (what message should we send)
- Media (what media should we use)
- Measurement (evaluation of choices)
What 4 types of advertising objectives are there?
- Informative
- Persuasive
- Reminder
- Reinforcement
Through which 3 steps go advertisers when constructing a message?
- Message generation and evaluation
- Creative development and execution
- Legal and social issues
What are the 6 steps of media use decision making?
- Desired reach, frequency and impact
- Choosing among major types of media
- Alternate advertising options
- Selecting specific media vehicles
- Deciding on media timing and allocation
- Evaluating advertising effectiveness
Define sales promotion
Collection of tools to stimulate quicker or greater purchase
Sales promotion has 3 objectives
- Attract new triers
- Reward loyal customers
- Increase the repurchase rate of occasional buyers
What are 6 major sales promotion decisions
- Establishing objective
- Selecting consumer promotion tools
- Selecting trade promotion tools
- Selecting business and sales force promotion tools
- Developing the program
- Implementing and evaluating the program
Name a number of reasons to sponsor events
- Identify with target market
- Reinforce perceptions of key brand image associations
- Enhance corporate image
- Create experiences and evoke feelings
- To express commitment toward community
- To entertain clients or reward loyalty
What 3 aspects make sponsorship successful?
- Choosing appropriate events
- Designing optimal sponsorship program
- Measuring the effects of sponsorship
Define a public
Any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives
What functions are carried out by good PR departments?
- Press relations
- Product publicity
- Corporate communications
- Lobbying
- Counselling
What 6 tasks do marketing public relations (MPR) carry out?
- Launching of new products
- Repositioning a mature product
- Building interest in a product category
- Influencing specific target groups
- Defending products that have encountered public problems
- Building a positive corporate image
